The platform 'Give a XXXX' comes from the insight that, in life, we should all give a XXXX.
In May this year, ‘Give a XXXX about tomorrow' was launched to build awareness of the brand’s sustainability proposition.
Lion's most recent expression of its Give a XXXX brand campaign portrays a dystopian future without beer to rally Australians into action to Give a XXXX about the world and environment.
The campaign is supported by a multi-channel national campaign running across TV, outdoor and digital channels.
The campaign compels people to "live life like beer depends on it", as beer’s survival really does depend on how we treat the planet.
Lion’s chief marketing officer, Anubha Sahasrabuddhe, said: “The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them."
https://www.youtube.com/watch?v=tYgHRkZ1st0
Jim Ingram, chief creative tinker at Thinkerbell: "Give a XXXX is a brand platform that will run for years.
"It has already anchored a lot of work including the XXXX and Budgy Smuggler joint venture, the postcodes work for the maroons during State of Origin and the launch of XXXX Zero."
Ingram credits its success to the way it evokes emotion out of its audience.
He says: "Now more than ever, the good life takes a bit of effort. To get the good life people have to 'give a xxxx' about the things that are important to them.
"However, another reason we like the platform is that it plays off the famous line used mainly in the UK but known well in Australia too 'Australians wouldn't give a XXXX about anything else'.
"I think the marketing science types would say that's reactivating existing memory structures."
Ingram provides a rationale behind the creative strategy implemented: "The campaign fits into a broader suite of work around encouraging people to give a XXXX about the things that are important to them - this of course includes the environment... to save beer of course!
"The premise of the creative strategy is centred around the urgency to encourage Aussies to give a XXXX about the environment."
Amy Cummings, senior creative connections director at UM, who worked closely on the media production, says that UM Media wanted to improve the way XXXX connects with its target audience.
She said: "To bring the brand platform to life through media, UM broadened and enriched the way XXXX connects with its target audience through their actions, passions and conversations in a more meaningful way."
"We have crafted our media and connections strategy to complement XXXX’s brand mission and sustainable business practices to showcase and demonstrate why XXXX should be the brand for those who want to ‘live the good life’."
"This will be achieved by engaging the target audiences through creating content, initiatives and talent led digital and audio partnerships that hero and celebrate people that ‘give a XXXX’ and support local communities; bringing light on some of the most resilient communities in QLD through Australia’s most watched event, State of Origin; and finally creating and pioneering formats that help improve the quality of QLD neighbourhoods through carbon absorbing street murals."
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